Advertising Management
"The Indian edition of Advertising Management, 5e aims to provide the framework and knowledge with which to make more effective advertising decisions, and to communicate some of the excitement and vitality that characterizes the advertising business. This text has been updated with the latest examples and case histories to make the presentation more application-oriented. Keeping in view the requirements of the Indian audience, significant India-relevant content has been added. Divided into six parts, the book is designed for both undergraduate and postgraduate courses in advertising, advertising management, communications management, and management. The book can also be useful as the basis for training in various leading advertising agencies and marketing organizations as it intends to help readers prepare for a successful career in advertising."
Table of Content
PART 1 Introduction Chapter 1 The Field of Advertising Management Chapter 2 Advertising Planning And Decision Making PART II Objective Setting and Market Positioning Chapter 3 Integrated Marketing Communications Chapter 4 Setting Advertising Objectives Chapter 5 How Advertising Works: Some Research Results Chapter 6 Segmentation and Positioning PART III Message Strategy Chapter 7 Attention and Comprehension Chapter 8 Understanding Benefit-Based Attitudes Chapter 9 Associating Feelings with the Brand Chapter 10 Brand Equity, Image, and Personality Chapter 11 Group Influence and Word-of-Mouth Advertising PART IV Message Tactics Chapter 12 Creative Approaches Chapter 13 The Art of Copywriting Chapter 14 Advertising Copy Testing and Diagnosis Chapter 15 Production and Implementation PART V Media Strategy and Tactics Chapter 16 Media Strategy - Setting Media Budgets Chapter 17 Media Tactics: Allocating Media Budgets Chapter 18 Advertising Regulation Chapter 19 Advertising and Society Chapter 20 Global Marketing and Advertising
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Salient Features
"1.Two new chapters on Integrated Marketing and Global Advertising, respectively. 2. India-relevant examples of brands such as Thums Up, Lifebuoy, Toyota Innova, Glow and Lovely, Raymond, Surf Excel, Mahindra Scorpio, Cadbury, Titan, Paper Boat, FlipKart, Axe, Pears Soap, Patanjali, Pepsi, TATA, Amul, Interbrand valuation of Indian companies, Shakti Amma, Pulse Polio, Oppo, Havells, Dove, Marico, Ariel, Maggi, Whisper, Tata Tea Jaago Re, Tata Jaguar, and Land Rover, and Surf Excel."
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